With the rise of Internet users, the search is becoming the lifeline of online users. By channelizing your investment in the right search marketing, you can grow your business.

Search Engine Watch contributor Lucia Rodas-Estrada has shared six b2b paid search predictions for the year 2021.

She says, “After an eventful 2020, here are 6 PPC trends B2B advertisers should watch in 2021:

1. SEM campaigns diversify 

Given the high competition in the B2B space, advertisers need to differentiate themselves in order to get their target audience’s attention and drive demand. B2B advertisers are testing and investing in different campaign types besides the traditional search and display campaigns. B2B advertisers are seeing a good performance with Discovery Campaigns – with CTR higher than display, and CPL more efficient than search – so we expect them to increase their investment in this campaign type in 2021.

Quick tip

When launching Discovery Campaigns, be patient. Let them run for a couple of weeks without making changes as the bidding algorithm is learning during that period and you will see fluctuations in all metrics”.

B2B paid search forecast: What to expect in 2021

Search Engine Watch

Sharing is caring